13
  Anti-automobile  Judge, 1913: ‘The streets of Chicago belong to the city, not to automobilists.’  City ordinances, 1906-1920: limit speeds to 10-15mph  Pro-automobile  Cities paint cross-walks and police deter pedestrians  Ineffective: ‘pedestrians, many of them women, would demand that the police stand aside [and would] use their parasols on the policemen.’  A missing ingredient… Adjusting the Law 13/02/201513

14
 Adjusting Perception 13/02/201514  ‘We have recognised that in controlling traffic we must take into consideration human psychology, rather than approach it as an engineering problem.’ Lefferts, 1922  Motordom needed an “anti-mascot”  E.g. Otto Nobetter

15
  “Jay”: Midwestern derogatory term for a country bumpkin  Jaywalkers foolish, don’t know how to walk in the city  Redraws boundary between use and misuse of street  How to make “jaywalker” stick? “Jaywalker” 13/02/201515

16
  “Jay”: Midwestern derogatory term for a country bumpkin  Jaywalkers foolish, don’t know how to walk in the city  Redraws boundary between use and misuse of street  How to make “jaywalker” stick? “Jaywalker” 13/02/201516

23
  Was the 20 th century’s progression inevitable?  Maybe not.  Concerted effort to overturn public right to the street  Lobbying policymakers / city planners  Psychological manipulation tactics  The legitimisation of “jaywalker” as a term consolidated the practice’s fall into disrepute  In the 1920s, a vocal and relatively wealthy minority established the car as central to the American city 13/02/201523 Summary

24
 Part II The Psychology of Persuasion 13/02/201524 Maybe next time…